In this split-test, the only variable we changed was the text displayed on the order button itself.

This test is based on a scientifically significant number of 81,650 total page views or approximately 10,206 page views per version.

Here are the results based on their quantity of clicks:

CONTROL: “Order Now” – 9 clicks – 0.9%

TEST 1: “Add To Bag” – 98 clicks – 9.6%

TEST 2: “Add To Shopping Bag” – 93 clicks – 9.2%

TEST 3: “Add To Basket” – 61 clicks – 6.1%

TEST 4: “Add To Shopping Cart” – 48 clicks – 4.7%

TEST 5: “Buy” – 28 clicks – 2.8%

TEST 6: “Buy Now” – 15 clicks – 1.5%

And the winner is… (drum-roll, please)…

WINNING TEST: “Add To Cart” – 180 clicks – 18.0%

Net Result: This test winner outperformed the control by almost 20 Times. So in other words, if your order links say “Order Now”…you’re probably leaving A LOT of money on the table.

It is important to notice that the add to cart text produced a 11.4% higher cart abandonment rate than the more direct “Buy” text however the net conversions using the “add to cart” text were more that 8X times that of the more direct “Buy” button text.

Hopefully this proves the importance of split-testing, but if you don’t have the time or desire to split-test yourself, you can get instant access to my split-testing diary right now by going to:

Note: When you go to this web site, check out the buy now button at the end of the webpage. Notice the color of the button as well(orange). Now that is the color you should be using for your buy now button. My advice to you is to swipe the button and add it to your own site. Ryan Deiss knows what converts so make use of it and make a swipe file of his marketing information.